FINDING THE "VOICE" OF YOUR PIECE...
by Anthony Armenise

Once you’ve spent some time tossing around ideas and have decided on a solid concept for your piece, a great next step is to think about what you want people to think and feel when they watch your piece. In other words, what are you trying to communicate to the viewer? What is the “voice” of your spot?

Do you want them to make an emotional connection to the characters or show? If so, then you might choose a piece of music that pulls in the viewer on an emotional level or has a lyric that has a relevant message. Do you want people to be scared or disturbed by what they see? You could achieve this by using images that are grotesque or using sound effects that make the viewer feel unsettled.

Maybe you want them to laugh? Or maybe you want them to be left with a question? In that case you may use graphics to punctuate a specific line of copy or simply ask a question in your piece.

There are multiple ways to execute, but how your spot is received and how the audience reacts will determine how effective the piece is and whether it will make a lasting impression. Leaving the viewers interested in what they have seen and wanting more is the ultimate goal of any marketing tool, whether it’s a trailer, a print ad, or even a bumper sticker.

Take some time to think about what the “voice” of your piece should be and then find the proper tools to make the viewer hear that “voice”.
Good luck!

Anthony Armenise is the Senior Creative Executive at The CW television network. Over the last 5 years, he has worked for such networks as ABC, E!, and The Wb and currently oversees the marketing for Supernatural.

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